I first heard about the Four Eyed Monsters campaign at Channel 4’s Wired & Ready social media event. James Fabricant, Head of Marketing and Content for MySpace UK & Ireland only happened to mentioned it as an aside from insight into its E4’s Skins campaign work with Holler digital.
Once visitors have immersed themselves in the indie film’s plot on the MySpace profile, they’re then encouraged to go to an official site and register their interest in seeing the film by entering the zip code of their local cinema.
Each vote / request is then represented by a small heart on a Google map app. Once a zip code has 100 requests (a large heart), the producers then approach local cinema owners to show the film.
Taking the guesswork out of film distribution, this is a no brainer for cinema owners who are handed guaranteed bums on seats for the film – with zero marketing on their part. The producers are also happy because it means their film is shown outside potentially cliquey indie cinema circles.